Is Social Media Really Necessary For Your Marketing Strategy?
Originally posted on Linkedin 06/23/2022
With social media being as ubiquitous as it is, it seems like a silly question to ask. “Of course you need social media!” everyone will say. But it’s a question worth asking again. What started out as a viable mechanism connecting people across the globe and increasing the market share of small businesses has rightfully earned a nasty reputation for being nothing more than an hors d’oeuvre platter of disinformation, a gateway for massive data breaches, and a grievance megaphone that algorithmically favors inflammatory reactions over useful content, all in the name of increasing likes and clicks; engagement, they call it. So it’s not really a surprise that many businesses and individuals alike are more receptive to the idea of divesting from social media altogether.
According to a report from Edison Research, Facebook usage among Americans aged 12-34 declined to just 57 percent last year, down from 79 percent in 2017 and 64 percent in 2020. While it’s easy for an individual to deactivate their account so they can hear about how aliens from outer space are manipulating global economies and JFK was actually a robot from their crazy Uncle Charlie at Thanksgiving dinner rather than having to read about it on their newsfeeds, small businesses are stuck in more of a bind. How is full divestment realistic when social media is so intertwined with how people engage and communicate over the Internet? Is it even possible to have a successful small business without relying on social media to get the word out about your latest product releases or expanding operations?
The answer to the latter, of course, is a qualified “yes.” Plenty of businesses with an online presence get by just fine without devoting significant amounts of time to maintaining Facebook pages, YouTube channels, and Instagram accounts. Some even go so far as operating by word of mouth and more traditional modes of advertising, bypassing the Internet completely. But doing so in this day and age, especially if your business is relatively new, is an uphill battle that might not be worth it in the long run. In spite of the pitfalls associated with social media, online platforms can be useful adjuncts to increasing brand recognition and engaging potential customers so long as they are used tactfully, reptilian conspiracies be damned.
Let’s start with the drawbacks, so we can end on a bit of good news. Social media pages force you, the business owner, to relinquish some control. This is especially important if your business is heavily dependent on customer reviews. Many platforms disallow you from removing negative reviews, even if they border on the nonsensical and irrational, without a drawn-out appeals process. When you account for the fact that people who have negative experiences are more likely to write about them online as opposed to customers who had positive or neutral ones, you run the risk of tanking your ratings even if the vast majority of your customers have no grievances or complaints with your service.
Advertising on social media unfortunately brings with it an increase in the possibility of a massive flood of spam phone calls and e-mails, which could disrupt your ability to deal with bona fide customers. But this is true even if you have a Google listing. Once your phone numbers and e-mail addresses are public, they become low-hanging fruit for political donation solicitations and scammers half a world away trying to hawk aphrodisiacs made from processed peach pits and shredded newspapers. As social media can increase your overall online presence, it will bring with it all the unwanted traffic, too.
The other major concern with social media—perhaps the gravest one—is privacy. It’s no secret that technology and social media mega-corporations do not care enough about your sensitive information to actually protect it, and that goes beyond what you willingly allow them to sell when you click “Agree” on their terms of service pages written in eye-straining legalese. In 2019, Facebook admitted that it had stored hundreds of millions of user passwords in plain text. In 2016, rather than reporting to law enforcement a massive breach that scraped personal information from 25 million users, ridesharing app Uber paid $100,000 to the hackers responsible for it in order to keep it quiet, eventually culminating in a $148 million lawsuit. In spite of this, demand for platforms that make purchases, communication, and transportation more convenient persists, and businesses unfortunately have to make that decision to follow their customers into these spaces or get left behind in the 20th century.
Thankfully, however, social media doesn’t have to be a death sentence for your privacy or your sanity. From a market-share perspective, social media is a useful supplement to spread the word about your business that won’t cost you anything. Having a social media presence makes your products and your company more accessible, whether you’re selling consumer electronics or self-help seminars. By increasing engagement, you’re also increasing the potential for networking opportunities that can lead to revenue growth and regional expansion. It’s a good adjunct to your website or storefront, but only if you’re offering something that someone else already wants or needs. Social media rarely works by itself, unless you already have a huge following; most businesses don’t.
Depending on the scope of your business, it might be in your best interests to maintain at least a limited social media presence without completely throwing it by the wayside. After all, maintaining a business page doesn’t mean you have to use social media platforms for personal engagement; for that, you’re better off hitting the local pub or joining a softball team.